NKE · 10-K · 2026A · Full report
Brand and Demand Creation Spending
NIKE, Inc. · 2026-07-15 · Importance 63 · Surprise 50 · No source text
NIKE is increasing investment in demand creation — including brand marketing and sports marketing — to support key product launches and sports moments, with demand creation expense of $4,754 million in fiscal 2026. Demand creation expense increased modestly year-over-year driven by higher sports marketing and unfavorable FX, while brand marketing was lower reflecting prior-year investment in major sports events. These investments are intended to drive long-term brand momentum even as the company actively manages marketplace pricing and inventory.
Key facts
- Demand creation expense was $4,754 million in fiscal 2026, an increase of 1% versus fiscal 2025. source
Impact estimates
| metric | direction | stage | expected | basis |
|---|---|---|---|---|
| operating_income | negative | realized | -0.1% | Demand creation expense was $4,754 million in fiscal 2026, an increase of 1% versus fiscal 2025. |